Travels from Switzerland
Speaker fee starts in range: $20,000 to $25,000
Originator of the term “consumer generated media”, Pete Blackshaw has worked in marketing, government and as an entrepreneur; he knows firsthand the importance of branding and customer loyalty in the Internet world. He is currently Global Head of Digital & Social Media at Nestle
A co-founder of the Word of Mouth Marketing Association, Pete sits on its board and co-chairs its ethics committee. He writes a biweekly column on digital marketing strategy for Chief Marketing Officers for the ClickZ marketing network, and another column in Advertising Age. He is also the founder of PlanetFeedback.com, which over one million consumers have used to make comments on customer services. His book Satisfied Customers Tell Three Friends, Angry Customers Tell 3000: Running a Business in Today’s Consumer-Driven World distils his experience of consumer feedback on the Internet and suggests ways in which it can be improved.
When working for Procter & Gamble, Pete led online advertising development, rumor management, sampling, database marketing and investigations into consumer word-of-mouth behavior. His work led directly to Procter & Gamble being named “Interactive Marketer of the Year” by Advertising Age Magazine, and two years later the same magazine nominated him as one of the nation’s top 20 individual interactive marketers.
Pete holds a master’s degree from Harvard Business School; prior to his studies he was press secretary and legislative consultant to Sen Art Torres of the California Legislature. In this post he saw several consumer focused bills through to the statute book and help to build a groundbreaking initiative to make legislative data free to Californian citizens through the Internet. He has also served as a California Executive Fellow as an education policy maker in the governor’s office.
Pete Blackshaw is the Executive Vice President of Digital Strategic Services for NM Incite, a recent joint venture between Nielsen and McKinsey centering around enterprise social media strategy and insights is speaking on the future of mobile applications. He is author of a recent book by Doubleday entitled Satisfied Customers Tell Three Friends, Angry Customers Tell 3000: Running a Business in Today’s Consumer-Driven World, and writes a bi-weekly column in Advertising Age centered around the book’s themes.
Throughout Pete′s varied experiences in marketing, government and entrepreneurship runs a common theme – the power of the Internet to give individuals a voice and change the way things are done. He coined the term “consumer-generated media” (CGM) and authors a blog by that same name. Earlier this Spring, Pete received one of three “Industry Achievement” awards at Ad-Tech San Francisco. The award honors “those who have given long-term dedication and consistent outstanding service to online marketing.” He’s also a recently elected board member of the National Council of Better Business Bureaus (CBBB).
Pete presently serves as Executive Vice-President of Nielsen Online Digital Strategic Services, a newly established group within Nielsen dedicated to helping brands develop data-grounded online strategies in a host of key areas: online content, reputation management, brand advocacy, and customer satisfaction. The group draws from Pete’s core expertise in helping companies promote and protect their brands through the measurement, analysis, and interpretation of CGM – or online word of mouth – across forums, message boards, social networking sites, direct company feedback, online communities and blogs. Nielsen Online is a combination of BuzzMetrics (a firm Pete helped co-found) and Nielsen NetRatings. Prior to BuzzMetrics, Pete was Chief Marketing and Customer Satisfaction Officer for Cincinnati based Intelliseek.
Pete is a co-founder of the 2004 Word-of-Mouth Marketing Association (WOMMA), and presently sits on its board and co-chairs its ethics committee. He presently authors a bi-weekly column on digital marketingstrategy targeted to Chief Marketing Officers for the ClickZ marketing network. He′s frequently quoted in major publications, and he authors several work and personal blogs, including Hybridbuzz and parenting centered blog Dosbebes. On Facebook, Pete manages the Consumer Generated Media, Digital Cincinnati, and Web 2.0 Dads groups.
In 1999, Pete founded PlanetFeedback.com, one of the web’s longest running online consumer feedback services. Over a million consumers have written letters or submitted comments to the popular service, and the insights and commentary from the site have helped Pete deepen his expertise on consumer attitudes toward brands, advertising, word-of-mouth, and customer service.
While at Procter & Gamble, Pete led initiatives dealing with online advertising development, online issues/rumor management, online sampling, database marketing and consumer word-of-mouth behavior. He also co-chaired and organized the P&G sponsored Future of Advertising Stakeholders Summit (FAST-Summit). In 1998, Pete’s work culminated P&G being named Advertising Age Magazine’s “Interactive Marketer of the Year.” Two years later, Advertising Age named Pete one of the nation’s top twenty individual interactive marketers.
Before receiving his master′s degree from Harvard Business School in 1995, Blackshaw served as a press secretary and legislative consultant to then-Senator Art Torres in the California Legislature, where he guided several consumer-focused bills to passage and initiated the nation′s first “interactive” legislative hearing. He helped approve the nation’s first legislative effort making legislative data available to California citizens for free through the internet. Prior to working for Torres, he served as a California Executive Fellow, working in the Governor’s office as a education policy maker.
Pete Blackshaw shares his media expertise with an audience of winemakers. Setting up priorities for the use of social media, he says, “We're all looking for passion and energy to bring back to our organizations which probably have a fair share of skepticism about this area and to really move the needle."
Reviewing the new landscape of the consumer world, Pete tells the audience, “Consumers are in control, there's absolutely no question, but not total control, and when I see all the vendors out there in the other room talking about CRM, I think that's the way of saying you still have control, but it's a different type of control. I don't believe paid media is as reliable as it used to be, I think we may have to focus on relationship marketing and really deepening that."
Addressing the rise of Twitter, he suggests useful pointers for adoption strategies, saying, “You may want to focus on the area which has the largest amount of growth. Twitter's where you're seeing the buzz out there, but remember that different beverages, different brands, have different conversational quotient depending on where the discussions taking place, if you look at the voice for wine on twitter, wine has got a good share, compared to beer, I don't have all the answers as to why, maybe Twitter's more sophisticated, but that's a good thing to investigate."
Pete Blackshaw draws on the lessons outlined in his book Satisfied Customers Tell Three Friends, Angry Customers Tell 3000: Running a Business in Today’s Consumer-Driven World, and his vast experience of online customer feedback, to explain how the success of any company is dependent on its management of customer feedback online. Pete’s presentation will show you how to leverage mass consumer advocacy and the power of bloggers into a positive advantage for your company, teaching you how to build credibility into your business through your online presence.
Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000: Running a Business in Today′s Consumer-Driven World
In the digital age, disgruntled customers are now in the driver′s seat!
In June 2006, a man named Vincent Ferrari had a shockingly combative conversation with an AOL sales rep; he recorded it and posted it on YouTube. More than 62,827 viewings later, AOL′s reputation was irretrievably damaged.
With the advent of Consumerist.com and other venues where customers can blow off steam about bad service or deficient products, consumer generated media is a force to be reckoned with. Since consumers trust other consumers above companies or brands, a company′s success depends on its credibility and its ability to gain the trust and support of Web-savvy, outspoken and influential customers.
Through remarkable stories of mass consumer advocacy and the power of bloggers and ordinary Joes with an Internet connection and a bone to pick, Blackshaw advises executives on how to build credibility into their businesses through blogs, Web sites and video postings.
“A distillation of the experiences of a pioneer in amplifying the voice of the customer. Anyone who wants to understand the world of consumer generated media should read Pete Blackshaw′s book.”
James L. Heskett,
Baker Foundation Professor, Emeritus,
Harvard Business School
“When bad news hits, you won′t have time to read this book — so you better read it now!. For marketers coping with a consumer who′s skeptical and networked, Pete gives us a first aid kit, a bullet, and a shot of whiskey.”
Director of Interactive/Digital Innovation,
Procter & Gamble
“The only way this book could provide a more substantial take on consumer generated media is if Blackshaw allowed his readers to write it themselves.”
“Pete′s book suggests that the fastest growing media is that which consumers create and share themselves. Consumer talk and ′create media′ when they have great, authentic and credible customer experiences, and we′ve known that at Peet′s since our inception. This book should be on the bookshelf of every chief marketing officer.”
Chief Marketing Officer,
Peet′s Coffee & Tea
“Blackshaw is absolutely right. We′re experiencing an unmistakable ground shift in how consumers talk to companies. Pete′s book calls it out, and lays out a practical road map for managing these new dynamics.”
Director of Consumer Services,
and Chair, Society of Consumer Affairs Professionals
“Much more than a cautionary tale — this book helps marketers understand how to build and nurture brands in a world where consumer generated media is growing by leaps and bounds.”
SVP Marketing & Brand Management,
“Pete Blackshaw really gets it. For marketers and other corporate control freaks, it′s about diving in and letting go. As a blogger myself at Sony, I′ve dogeared several pages from the book that I will be referring back to from time to time. ”
SVP, Corporate Communications,
“If you really want to understand why listening, responding, and nurturing community with your loyal customers truly matters, Pete′s book is an essential read. His six drivers of brand credibility are not only spot-on, but hugely relevant to today′s digitally-charged environment.”
“Powerful and compelling. [Blackshaw′s] book lays out a straightforward roadmap for companies and brands to follow to re-engineer the way they listen, respond, and engage with today′s empowered consumers!”
Unilever Consumer Services
“Highly-readable….Proves the importance and value of credibility, and delivers practical advice on how to earn credibility through authentic relationship management.”
President, North America,
“Provides frank insight…on how marketers and consumer affairs professionals can more effectively navigate this new landscape. Net result: [SATISFIED CUSTOMERS TELL THREE FRIENDS] helps me stay on top of my game. ”
Head of Consumer Relations North America,
Levi Strauss & Co
“This book is far less about technology or the ′next cool thing′ than very simple truths and principles – earning trust and building credibility through listening, responsiveness, dependability and performance. BBB has served as the marketplace voice for these principles for nearly 100 years, and Pete puts them all into a contemporary mission critical context.”
Steven J. Cole,
President and CEO,
Council of Better Business Bureaus, Inc.
“A practical how-to guide — filled with great examples and stories — on how to build your brand authentically in today′s world.”
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With the advent of Consumerist.com and other venues where customers can blow off steam about bad service or deficient products, consumer generated media is a force to be reckoned with. Since consumers trust other consumers above companies or brands, a company′s success depends on its credibility and its ability to gain the trust and support of Web-savvy, outspoken and influential customers. Through remarkable stories of mass consumer advocacy and the power of bloggers and ordinary Joes with an Internet connection and a bone to pick, Blackshaw advises executives on how to build credibility into their businesses through blogs, Web sites and video postings.
Informative, energetic and entertaining, this is a marvelous argument for corporate responsibility and accountability, interesting to laypeople and instructive for executives.
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